Tim Sweeney didn’t like Apple’s App Store rules, so he broke them. Apple reacted by removing his game (Fortnite) from its platform. His response? I’ll see you in court.
Tim Sweeney has long had a reputation for doing things differently. In 1991, when he launched his first gaming product, other designers were picking names starting with the letter A, to ensure their game ranked top of the list. To combat this, Sweeny named his game ZZT, ensuring it ranked at the bottom of the list. His reasons? His game would be the only one at the bottom, so it would stand out. Sure enough, it worked; and Sweeney’s reputation for going against the grain was born.
It would come as no surprise then, that Tim Sweeney is doing what everyone else wants to, but is afraid to: he’s taking on Apple. His very successful game, Fortnite, which, in some extreme cases, has taken over the lives of people of all ages, was taken off Apple’s App Store after Sweeney breached their terms.
Sorry Mr Cook, 30 percent just won’t work
Apple has enormous power, and it knows it. For all who want to sell their apps and products on the App Store, they demand a 30 per cent fee. That, alongside its range of expensive products, makes the company some serious money. Apple argues that the 30 per cent fee ensures quality, but Sweeney doesn’t buy it.
Over the past year, he’s been locked in a better debate with the tech giant, claiming that its practices are deeply unfair. There’s no reason for Apple to take a 30 per cent fee of in-app purchases when companies could take payments directly, he argues.
Sweeney put forward some suggestions, but Apple declined to reduce the fee. For other companies, such an exchange would have ended in a frustrating sigh, a tap on the back, and a feeling of ‘at least we tried’. But in true Sweeney style, he had other plans: he started a creative campaign to get his way.
First, with an email, he informed Apple he wasn’t going to play ball. And if they tried to punish him, he would ignite a war. With an update, he informed Fortnite players they could save money if they purchased their latest costume or dance move directly from Epic Games, denying Apple an opportunity to cash in on their 30 per cent fee. As you’ve probably guessed, Tim Cook and the bosses at Apple weren’t pleased; they banned Fortnite from the App Store.
The Epic Games CEO then embarked on a hilarious campaign to punish Apple: first, he rallied fortnight players to attack Apple on social media; and second, he released a hilarious #FreeFortnite video.
All these produced no results, and in a more serious turn of events, Sweeney’s company served Apple with a lawsuit.
‘These monopolies need to be stopped’
Given the wider attention on big tech companies and the power they yield, Sweeney’s lawsuit against Apple has received widespread interest. No doubt, from other companies keen to realise Apple’s enormous power reduced.
Lawmakers in Washington and Europe, are investigating the claims made by Sweeney against Apple as a possible antitrust/competition violation. Apple may be his main target for now, but Sweeney hasn’t forgotten about others. Google, another tech giant, is also accused of abusing its dominant position.
For new startups and other businesses, a decision in Sweeney’s favour could have major implications for the tech industry and the dominance of the big five. Large and powerful companies are of concern to lawmakers because they can stifle innovation, deny opportunities, and push out little companies who may have good and effective ideas.
Sweeney may lose, but regardless of the result, he’s letting the world know that just as is the case in Fortnite, powerful enemy shields can be cracked.
Here’s a story about Palantir: the global tech company you didn’t know existed